Little red book information flow and search advertising guide, how to open an account and promote it.

Introduction: effect advertising, planting grass and pulling weeds Tik Tok makes the word information flow known to merchants, and many merchants also default to only information flow in Little Red Book. Actually, it is not. Small red book advertisements are divided into two categories: brand and effect. Brand is resources such as opening screen, flame topic, GD launch, business topic, etc. Purchase according to predetermined resources, and effect advertisements operate according to bidding, which are mainly divided into information flow and search advertisements. Information flows out at the location of the little red book discovery page and actively appears in the user's little red book interface. Merchants can target the user's gender, age, region, interest and other labels when placing, and advertisements appear in 6+ 10n, 65438+26 and other positions. On the Discovery Page. There are signs of "sponsorship" and advertising area. The difference between the two is that the sponsorship logo is mainly in Xiaohong Bookstore, and the advertising logo is out of official website. Information flow is more suitable for planting grass in the early stage of the brand, so that more users can understand the brand first and accumulate brand potential energy. Figure 2: Little Red Book information flow advertisement needs to set keywords for search and promotion. You can understand it as similar to Taobao training. You choose keywords backstage, and then target the target group. They appear in the third, 13, 23 and other 3+ 10n positions on the search page. The feature is that exposure is smaller than information flow, but click price is higher than information flow. But because users actively generate search demand, the demand will be more accurate and competitive. Figure 3: Introduction to the small red book search advertising process: five steps, how to understand the process to advertise for businesses? The first way is to log in the professional number in Xiaohongshu official website, click on the promotion center next to the professional number, and then upload the corresponding advertising qualification according to the process. After the approval, you can recharge and set up targeted delivery; The second is to contact official partners or agents and ask them to help open and recharge. PS, if it involves health care products, dentistry, medical beauty industry, if the qualification is incomplete, it needs to be advanced. Figure 4: Little Red Book Brand Account Opening Qualification Certification Process After the advertising account is opened, it can be launched next. Many customers choose to operate by themselves, and they can set up related startup through the following five steps. 1. Set the daily budget of the account. In the previous account budget, the budget can be set according to the industry competition and the status quo of other platforms to prevent budget overruns. At present, the daily consumption of the red book can be set at 1000 yuan, and the quota will be expanded in the future. Figure 6: Little Red Book 2 background budget setting. At present, there are six main types of red book launch: brand awareness, brand intention, note planting, commodity sales, sales lead collection and private letter marketing. Brand awareness is more suitable for big advertising before the brand, and the daily budget should be at least 500. Brand intention focuses on promoting note clicking and pushing notes to potential high-click customers; Notes plant grass, and which users pay attention to interaction are put in notes; The sales volume of commodities is directly put into commodities to realize conversion purchase; Sales leads are conventional customers, such as decoration, wedding dresses and educating customers; Private letter marketing is more aimed at private letter customers, such as jewelry, wedding photos, clothing and other customers. In the setting of the promotion purpose, think clearly about the purpose of launching the little red book at present, and then make corresponding plans. Figure 7: Six major plans for background startup 3. Choose the scope of delivery, you can choose information flow and search promotion. As mentioned above, information flow is suitable for planting grass in the early stage of the brand, and search is suitable for intercepting the needs of intentional users. For e-commerce customers, explosive notes can be created through information flow in the early stage, and user needs can be intercepted through search in the later stage. For private customers, information flow can also be used for note-taking test in the early stage, and explosive text can be used for search interception in the later stage. Figure 8: Background delivery time selection 4. Select the delivery notice, and select the notice to be delivered. On the one hand, advertising fees can be delivered by corporate notes, and on the other hand, they can be reported to people's notes. You can choose Daren Notes in the early stage of brand planting, and you can add enterprise notes in the later stage. At this stage, 1 note can be added, and the number of notes can be increased later. Multi-note horse racing, choose the most efficient note. PS For customers with private messages, click on the private message in whether to use the component, so that when comments are put in, there will be plug-ins for instant consultation. Figure 9: Set plug-in settings now. 5. Set the group direction. At present, the positioning is only for gender, age, region, platform and interest labels. E-commerce customers with large consumption will have DMP crowdsourcing resources. For e-commerce customers, three interest tags can be targeted in the early stage, and different groups of people can be selected to see which group of people are most interested in clicking on notes, making it easier to interact. Figure 10: Select the target crowd package in the background. In addition, when choosing a search advertisement, you need to add a word package first. You can directly add comments, look at the word package recommended by the system, or enter the category demand keywords, such as watches, so that you can see a large number of search word recommendations. According to the keyword recommendation, you can select the keyword to be crawled and add it. Figure 1 1: After clicking the recommended keyword in the "Watch" background, the notes will be automatically approved. If you have the idea of failure, there will be corresponding reasons for failure. You can change them according to the prompts. After the notes are approved, the delivery data will be displayed in real time in the background, and the delivery problems can be viewed through the real-time data. Figure 13: The launching stage of Little Red Book background data kanban: different stages, how to set the launching budget, grasp the key points of each stage, and how to proportion the search and information flow. These problems need to be done correctly according to different stages. Because of the nature of planting grass, the marketing of Little Red Book still follows the rhythm of Ali and JD.COM. Take the overall start-up rhythm of double 1 1 as an example, it is divided into four steps: water storage period, sprint period, explosion period and regression period (stability). Maybe you say you don't follow the rhythm of e-commerce, but the whole account can still follow the rhythm of water storage, sprint, explosion and return (stability). For non-e-commerce customers, find high-quality materials in the early water storage and sprint period, and then continue to increase the volume to get more private messages from users in the shortest time. Let's focus on these four stages. Figure 14: the rhythm of double eleven launch-marketing should be early 1. Water storage period: The core of material polishing and upgrading is to test the selling points of products to see which scenes and selling points are easier for users to click, and then get high-click notes for later note creation. In terms of budget, the water storage period budget accounts for 25% of the overall proportion. The adjustment from the water storage period to the sprint period is whether to find the direction of brand explosion and continue to copy the explosion type. In advertising, French fries and information flow are the mainstay. French fries are similar to Tik Tok's Shake+, which is used to test the exposure and clicks of notes in the early stage. Some French fries have good notes, and then they are heated by information flow, so that the notes can get more exposure. 2. Sprint period: After the accumulation of materials and the expansion of cognitive water storage period, basic in-station exposure and high-quality note materials will be accumulated in the early stage. At this stage, the core will expand the brand recognition results, continue to publish interactive notes, and observe its impact on Xiaohongshu Mall and Taobao business. At this stage, it is necessary to make a refined delivery and output table. For high-quality notes, you can add the purchase link in the station, calculate its purchase cost, and put the output ratio in the station every day. At the same time, you need to increase the proportion of search, 70% in information flow and 30% in search. In keyword setting, brand words+product words are aimed at core consumers, industry words+category words+function words+component words are aimed at inquiring consumers, and scene words, crowd words and hot words are aimed at potential consumers. At this stage, it is good to query consumers for core consumer words. Figure 15: How to rationally arrange keywords 3. Outbreak period: search volume, interception demand outbreak period is the key period to intercept user demand. At this stage, the proportion of information flow and search is increased to 1: 1, and the proportion of search is expanded. Search intercepts user demand words+brand words and scene words, and locks in more opportunities for brand spillover. In addition, the little red book that was tested before, linked to the little red book mall, harvested in the station, synchronized outside the station, intercepted the goods through train, and calculated the overall UV cost of entering the store. During the online period, the ROI of some small red book merchants can reach 1- 1.5, and the ROI of 1-2 can also be obtained outside the station, which indirectly shows the strong ability of planting grass and pulling grass. 4. Return to market period: The core purpose of brand exposure return to market period is to transform gains. Before the quick harvest, the proportion of budget, search and information for potential users remains at around 1: 1. At this stage, the search budget can be slightly increased to intercept users' more precise needs; In addition, in terms of material selection, on the one hand, we stick to the previous explosive articles and continue to enjoy the harvest bonus, on the other hand, we can expose potential people and realize brand exposure through the results of the Double Eleven. Reopening stage: continuous improvement, reducing costs and increasing efficiency and not reopening are all hooligans, especially small and medium-sized businesses. Xiaohongshu may not transform in the early stage, but it is necessary to understand where the money is spent. Specifically, in the resumption stage, we mainly focus on the following two indicators. 1. When interactive indicators are put into the market, there will be click-through rates and interactive costs (like comments+attention). Through the delivery in the first three days, we can effectively see the delivery of bills. For example, the click-through rate is above 5%, and the interaction cost is less than that in 5 yuan. Please ask how to buy it in the comments below, which shows that the note delivery effect is good and you can continue. For private customers, it can also be calculated three days after delivery. If the click-through rate is relatively low (for example, 15 yuan) and private message fee (> 40 yuan) after 3 days of online, it means that online needs to be adjusted quickly. In view of the low click-through rate, it is expensive to check the cover map and cover to determine whether to catch the user's attention in the first time. Check whether words and comments are interactive, and increase the number of words interacting with customers. 2. The sales target, Xiaohongshu, still needs to be transformed. For non-electric goods, customers are just how much money they invested today, how many WeChat users they added, and how many users they converted. Therefore, in advertising, they should record the form in time, calculate the private message cost and WeChat cost, and finally adjust the conversion cost in time. If the category is really not suitable for the platform, stop the loss in time. Figure 16: Re-entry of private letter customer form For e-commerce customers, the conversion efficiency of each layer can be improved by measuring the investment amount, adding purchase and change data outside the station, observing the data of e-commerce entering the store, and continuously conducting funnel testing. Figure 17: the e-commerce delivery effect table integrates the contents of the first three aspects. For e-commerce customers, you can first pay attention to the graphic interactive indicators in the water storage period and sprint period, focusing on the sales indicators in the harvest period. For non-e-commerce customers, we can weaken the sales indicators of the first three days, take notes first, then pay attention to the sales indicators, do a good job of re-opening and upgrading, and truly reduce costs and increase efficiency. Xiaohongshu information flow delivery process 1.0 has been updated. Of course, in the process of launching, we will encounter various difficulties in review and optimization. Never mind, pay attention to the river, and we will face these problems together.